What The Ordinary Started, Minimalist Scaled

Image Source: https://www.ajuniorvc.com/minimalist-unicorn-india-d2c-brand-economics-study-acquisition-unilever-journey

Originality is nothing but judicious imitation.” - Voltaire

Minimalist launched in India in 2020 with a clear agenda: science-backed skincare, simple formulations, and ingredient transparency. But the model wasn’t new. The blueprint, visually, strategically, and commercially, was laid out years earlier by The Ordinary, a Canadian brand that transformed the global beauty industry by stripping skincare down to its core components.

Everything from Minimalist’s dropper bottles and white-and-black packaging to its product naming format echoes The Ordinary’s approach. Products like Niacinamide 10% + Zinc 1% or AHA BHA Peeling Solution appear across both catalogues with near-identical branding and messaging. The similarities are so strong that Minimalist has been repeatedly referred to as “India’s The Ordinary” by consumers and media alike.

The Ordinary’s rise was fueled by its intent to educate. It wasn’t only transparent in ingredient listings, it also made transparency the brand. It launched with minimal marketing spend, relying on viral word-of-mouth, and spoke directly to the “skintellectual” consumer who prioritised efficacy over embellishment. Its success reshaped industry norms and redefined consumer expectations around clarity and pricing.

Minimalist, by contrast, applied the same aesthetic and logic to an untapped Indian audience. Its growth was immediate. Within four years, it reached a ₹500 crore annual revenue run rate and was acquired by Hindustan Unilever in one of the fastest exits in Indian beauty brand's history. It didn’t build the category, but it executed the format with speed, precision, and market-specific adaptation.

The brand deserves credit for operational excellence and smart positioning, but not for originality. It didn’t redefine the relationship between brands and consumers. It followed an existing formula, replicated it for a new geography, and optimised it for scale. That’s a business case, not a branding breakthrough.

The Ordinary created a movement. Minimalist turned that movement into a scalable model. One influenced culture. The other monetised it.

In a global beauty market where design codes and marketing language are shared instantly, the real differentiator is authorship. Minimalist is a sharp reflection. The Ordinary is the source.